The brief
HPV prevention is a category where the science is settled and the behavioral problem is everything — people understand the vaccine exists; the question is whether they (or their parents, or their kids’ pediatricians) act on it. The brief: an omnichannel platform that didn’t just inform but moved people from “I should look into this” to “I have an appointment Tuesday.”
What I led
- Video scripts and storyboards for short-form prevention content — emphasizing long-term protection without leaning on fear
- Consumer storytelling copy across the gardasil9.com platform — patient-facing content about HPV-related cancers and how vaccination changes the math
- HCP-facing copy — separate portal content giving healthcare providers the tools and information to recommend confidently
- Conversion pathways — clear, named routes to telehealth, walk-in clinics, and pharmacies, so awareness translated to booked appointments
- Brand voice consistent across audiences — same prevention message landing differently for a parent than for a pediatrician, without sounding like two different brands
Why it matters
This is the case study for any role where the brand has to speak to multiple audiences (consumer + professional) on the same platform without losing coherence — and where the success metric is action taken, not just attention earned.